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India Centre publications

Featured publications

Prabhu, J. (2021) How should a government be? The new levers of state power. London: Profile Books.

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Radjou, N. and Prabhu, J. (2020) Do better with less: frugal innovation for sustainable growth. London: Penguin.

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Radjou, N. and Prabhu, J. (2015) Frugal innovation: how to do more with less. London: Profile.

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Radjou, N., Prabhu, J. and Ahuja, S. (2012) Jugaad innovation: think frugal, be flexible, generate breakthrough growth. San Francisco, CA: Jossey-Bass.

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Fernandes, M. (2015) The Yorway Model. Updated 2023.

Download the Yorway Model (PDF)

Articles by Professor Jaideep Prabhu published in the Harvard Business Review.

Read the articles on the HBR website

Journal articles

Prabhu, J.C., Vassallo, J.P. and Banerjee, S. (2023) “Biocultural innovation: innovating at the intersection of the biosphere and ethnosphere.” Journal of Product Innovation Management (forthcoming)

Vassallo, J.P., Banerjee, S., Zaman, H. and Prabhu, J.C. (2023) “Design thinking and public sector innovation: the divergent effects of risk-taking, cognitive empathy and emotional empathy on individual performance.” Research Policy (forthcoming)

Hassan, M., Prabhu, J., Chandy, R. and Narasimhan, O. (2023) “When bulldozers loom: informal property rights and marketing practice innovation among emerging market micro-entrepreneurs.” Marketing Science, 42(1): 137-165 (DOI: 10.1287/mksc.2022.1379)

Agarwal, N., Chakrabarti, R., Prabhu, J. and Brem, A. (2020) “Managing dilemmas of resource mobilization through jugaad: a multi-method study of social enterprises in Indian healthcare.” Strategic Entrepreneurship Journal, 14(3): 419-443 (DOI: 10.1002/sej.1362)

Bhatti, Y., Prabhu, J. and Harris, M. (2020) “Frugal innovation for today’s and tomorrow’s crises.” Stanford Social Innovation Review, 23 June 2020

Jachimowicz, J.M., Szaszi, B., Lukas, M., Smerdon, D., Prabhu, J. and Weber, E.U. (2020) “Higher economic inequality intensifies the financial hardship of people living in poverty by fraying the community buffer.” Nature Human Behaviour, 4(Jul): 702–712 (DOI: 10.1038/s41562-020-0849-2)

Sunikka-Blank, M., Bardhan, R., Schupp, J., Prabhu, J. and Penz, F. (2020) “Films as source of everyday life and energy use: a case of Indian cinema.” Energy Research and Social Science, 69: 101655 (DOI: 10.1016/j.erss.2020.101655)

Molner, S., Prabhu, J.C. and Yadav, M.S. (2019) “Lost in a universe of markets: toward a theory of market scoping for early-stage technologies.” Journal of Marketing, 83(2): 37-61 (DOI: 10.1177/0022242918813308)

Vassallo, J.P., Prabhu, J.C., Banerjee, S. and Voola, R. (2019) “The role of hybrid organizations in scaling social innovations in bottom-of-the-pyramid markets: insights from microfinance in India.” Journal of Product Innovation Management, 36(6): 744-763 (DOI: 10.1111/jpim.12504)

Jachimowicz, J.M., Chafika, S., Munrat, S., Prabhu, J.C. and Weber, E.U. (2017) “Community trust reduces myopic decisions of low-income individuals.” Proceedings of the National Academy of Sciences (PNAS) 114(21): 5401–5406 (DOI: 10.1073/pnas.1617395114)

Kor, Y.Y., Prabhu, J. and Esposito, M. (2017) “How large food retailers can help solve the food waste crisis.” Harvard Business Review, 19 December 2017

Prabhu, J. (2017) “Frugal innovation: doing more with less for more.” Philosophical Transactions A, 375(2095): 20160372 (DOI: 10.1098/rsta.2016.0372)

Prabhu, J., Tracey, P. and Hassan, M. (2017) “Marketing to the poor: an institutional model of exchange in emerging markets.” AMS Review, 7(3-4): 101–122 (DOI: 10.1007/s13162-017-0100-0)

Bocken, N.M.P., Fil, A. and Prabhu, J. (2016) “Scaling up social businesses in developing markets.” Journal of Cleaner Production, 139: 295-308 (DOI: 10.1016/j.jclepro.2016.08.045)

Banerjee, S., Prabhu, J.C. and Chandy, R.K. (2015) “Indirect learning: how emerging-market firms grow in developed markets.” Journal of Marketing, 79(1): 1-28 (DOI: 10.1509/jm.12.0328)

Barrett, M., Davidson, E., Prabhu, J. and Vargo, S. (2015) “Service innovation in the digital age: key contributions and future directions.” MIS Quarterly, 39(1): 135-154

Ernst, H., Kahle, H.N., Dubiel, A., Prabhu, J. and Subramaniam, M. (2015) “The antecedents and consequences of affordable value innovations for emerging markets.” Journal of Product Innovation Management, 32(1): 65-79 (DOI: 10.1111/jpim.12171)

Prabhu, J. and Hain, S. (2015) “Innovation and entrepreneurship in India: understanding jugaad.” Asia Pacific Journal of Management, 32(4): 843-868 (DOI: 10.1007/s10490-015-9445-9)

Chandra Balodi, K. and Prabhu, J. (2014) “Causal recipes for high performance: an exploratory comparative study of young high-technology firms from India and the UK.” International Journal of Entrepreneurial Behavior and Research, 20(6): 542-561 (DOI: 10.1108/IJEBR-10-2013-0168)

Kahle, H.N., Dubiel, A., Ernst, H. and Prabhu, J. (2013) “The democratizing effects of frugal innovation: implications for inclusive growth and state-building.” Journal of Indian Business Research, 5(4): 220-234 (DOI: 10.1108/JIBR-01-2013-0008)

George, G., McGahan, A.M. and Prabhu, J. (2012) “Innovation for inclusive growth: towards a theoretical framework and a research agenda.” Journal of Management Studies, 49(4): 661-683 (DOI: 10.1111/j.1467-6486.2012.01048.x)

Radjou, N. and Prabhu, J. (2012) “Mobilizing for growth in emerging markets: to reach the “next billion” consumers, multinational companies will need to move beyond value chain localization and create new networks of local partners.” MIT Sloan Management Review, 53(3): 81-88

Mukherji, P., Sorescu, A., Prabhu, J.C. and Chandy, R.K. (2011) “Behemoths at the gate: how incumbents take on acquisitive entrants (and why some do better than others).” Journal of Marketing, 75(5): 53-70 (DOI: 10.1509/jmkg.75.5.53)

Tellis, G.J., Prabhu, J.C. and Chandy, R.K. (2009) “Radical innovation across nations: the preeminence of corporate culture.” Journal of Marketing, 73(1): 3-23 (DOI: 10.1509/jmkg.73.1.3)

Rao, R.S., Chandy, R.K. and Prabhu, J.C. (2008) “The fruits of legitimacy: why some new ventures gain more from innovation than others.” Journal of Marketing, 72(4): 58-75 (DOI: 10.1509/jmkg.72.4.58)

Sorescu, A.B., Chandy, R.K. and Prabhu, J.C. (2007) “Why some acquisitions do better than others: product capital as a driver of long-term stock returns.” Journal of Marketing Research, 44(1): 57-72 (DOI: 10.1509/jmkr.44.1.57)

Yadav, M.S., Prabhu, J.C. and Chandy, R.K. (2007) “Managing the future: CEO attention and innovation outcomes.” Journal of Marketing, 71(4): 84-101 (DOI: 10.1509/jmkg.71.4.84)

Chandy, R., Hopstaken, B., Narasimhan, O. and Prabhu, J. (2006) “From invention to innovation: conversion ability in product development.” Journal of Marketing Research, 43(3): 494-508 (DOI: 10.1509/jmkr.43.3.494)

Dellaert, B.G.C., Golounov, V.Y. and Prabhu, J. (2005) “The impact of price disclosure on dynamic shopping decisions.” Marketing Letters, 16(1): 37-52 (DOI: 10.1007/s11002-005-0719-8)

Prabhu, J.C., Chandy, R.K. and Ellis, M.E. (2005) “Acquisition and innovation in high-tech firms: poison pill, placebo, or tonic?” Journal of Marketing, 69(1): 114-130 (DOI: 10.1509/jmkg.

Chandy, R.K., Prabhu, J.C. and Antia, K.D. (2003) “What will the future bring? Dominance, technology expectations, and radical product innovation.” Journal of Marketing, 67(3): 1-19 (DOI: 10.1509/jmkg.

Frambach, R.T., Prabhu, J. and Verhallen, T.M.M. (2003) “The influence of business strategy on new product activity: the role of market orientation.” International Journal of Research in Marketing, 20(4): 377-397 (DOI: 10.1016/j.ijresmar.2003.03.003)

Ranaweera, C. and Prabhu, J. (2003) “The influence of satisfaction, trust and switching barriers on customer retention in a continuous purchasing setting.” International Journal of Service Industry Management, 14(4): 374-395 (DOI: 10.1108/09564230310489231)

Ranaweera, C. and Prabhu, J. (2003) “On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth.” Journal of Targeting, Measurement and Analysis for Marketing, 12(1): 82-90 (DOI: 10.1057/palgrave.jt.5740100)

Sorescu, A.B., Chandy, R.K. and Prabhu, J.C. (2003) “Sources and financial consequences of radical innovation: insights from pharmaceuticals.” Journal of Marketing, 67(4): 82-102 (DOI: 10.1509/jmkg.

Prabhu, J. and Stewart, D.W. (2001) “Signaling strategies in competitive interaction: building reputations and hiding the truth.” Journal of Marketing Research, 38(1): 62-73 (DOI: 10.1509/jmkr.

Prabhu, J. and Tellis, G.J. (2000) “Do consumers ever learn? Analysis of segment behavior in experimental markets.” Journal of Behavioral Decision Making, 13(1): 19-34

Videos and podcasts

How should a government be? The new levers of state power
Centre for Science and Policy website, 4 March 2021

Jugaad innovation
TedX Talks, 4 September 2013

Jugaad innovation
Cambridge Judge Business School, 27 February 2012

What is innovation?
Reed Learning, 15 April 2016

Frugal innovation
Meaning Conference, 3 December 2015

A future without sufficient climate money
Spotify, November 2022

News and insight

How to bridge the gap between government and private sector

A new Brokering Trust to Accelerate Innovation framework developed at Cambridge Judge Business School helps launch development projects through an honest broker.…

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Impact and engagement at the Centre for India & Global Business

Each of our research centres has unique ways to engage with non-academic organisations and, through that, to generate real world impact. This…

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For the people

New book by Professor Jaideep Prabhu of Cambridge Judge Business School – How Should a Government Be? – outlines the state's role…

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Film and energy

Using Bollywood films to examine energy and household appliance use across four decades in India. Energy studies are often highly technical. A…

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Quicker response in a crisis

"Frugal innovation" can help governments respond better to the COVID-19 pandemic, says article co-authored by Professor Jaideep Prabhu in Stanford Social Innovation…

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Circular and frugal

Video thoughts of participants of the inaugural edition of InnoFrugal UK, the UK’s first conference dedicated to the subject of frugal innovation…

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Frugal innovation

Professor Jaideep Prabhu says that doing more with less makes sense – whatever your location. On 26 January 2001, an earthquake of…

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Boot repair on a military base

A shoe repair shop on a Dutch military base is a good example of the circular economy and frugal innovation, which will…

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Bloodstream publication

Article on bloodstream infection among cancer patients co-authored by Tata Social Internship student is published in microbiology journal. An article about bloodstream…

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How ‘frugal innovation’ can fight off inequality

Inequality is the defining social, political and economic phenomenon of our time. Just 1% of the world's population now holds over 35%…

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Read all Centre for India and Global Business news and insight